Rant

I don’t like sexist advertising. I would follow it by: but who does? LOADs of people, but that’s not really the problem. Societies don’t change over night, unless it’s a coup d’état. These things will take time, and I’m OK with that. The problem is that those that can influence and speed up the change aren’t doing enough.

The advertising industry is a prime example. Selling themselves as forward thinkers, creative minds that come up with fresh solutions daily. Agencies try to be on the edge, follow trends and always be first. But they still can’t break simple norms. It’s not that I demand all agencies to stand on the barricades and go to demonstration. All I ask is a slight change in thinking; to take the road less traveled.

That’s why I’m going to give three great, and simple, examples of how to do that. As a bonus these tips will give you an edgy over your competitors, your ads will stand out and your clients will earn more money.

#1 When casting an ad, you should change up the roles. Why is always the man driving the car? Why is there always a woman in your cleaning ads?

You might say that they’re still your target group and that’s why you want them to recognize the situations and whatnot. But when we reverse roles we often get comedy out of it. Play on the stereotypes, do things a little bit differently.

Using none-traditional gender roles also opens up an even more interesting opportunity. Why not feature a gay couple? The conservatives will rage, you’ll get loads of free press. And young people, who aren’t stuck in the Stone Age, will probably like the brand even more.

#2 Don’t make women look small and weak. Once in a while try to shoot them in a low angle perspective. It’ll make them look strong and confident.

Women shot slightly from above will look small, weak and in need of a big strong man to help them. Mix it up a bit; women can be big, strong and powerful. Show it and your product targeted to them will have a positive aura instead of a negative one.

#3 Don’t put things in women’s mouths. We get it, you want a BJ. However, you wanting a BJ won’t make your clients product look better, though it will probably make you and other men turn their heads.

Selling on sex, especially in a none comic way, is a shortcut. If that’s what your creatives come up with you should get new ones.

It’s tough to say no to sex – it sells. But you should rethink how you portray women if you want your daughter to grow up believing she’s more than an object, more than something brought into the world for men to stare at, more than a second-class citizen.

So take this chance by the balls. Create something new and different – you’re paid to do that. Oh and you’ll make the world a better place for everyone while you’re at it.

Here comes some prime examples of what you shouldn’t do. The Tom Ford ones, take it furthest… they’re made like this just to provoke. I’m not sure if that makes it more or less OK. What do you think?